Question: This year we plan to post an article 2x per week in hopes of expanding our readership and improving the results of our content marketing. Is this a good strategy?
I’m really not sure whether your question in itself can be answered. But based on the information you gave me above I want to take this as an opportunity to share something that has been on my mind for a while.
In Short: Businesses need to stop obligating themselves to a certain frequency of content. I hear everything from once a week to multiple times a day as various companies define their content marketing strategy.
Instead: Shoot for utility in every piece of content that you produce. Make. It. Matter.
With the raw amount of content being produced everyday, I know that brands think that they will rise to the top by pumping out more content than any of their competitors. However, I really believe that we have reached a point where there is far more noise than value in most of the content being produced.
In most industries I believe there is a real opportunity for businesses to become the greatest source of quality information for their industry and its products and services. Those that accomplish this will have a better chance of rising above the noise than those businesses that just seek to check the box by producing set amounts of content.
With all of us reaching various states of information overload, it is time for businesses to get smarter about their content marketing. I would suggest that volume is almost irrelevant if the content doesn’t truly help the audience.
Start by focusing on making the content useful, then promote it intelligently and let everyone else waste time and energy creating content that doesn’t move the needle…At least that is what I would do. Happy Marketing!
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